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Principal Designer, Brand & Design System

  • Application Deadline: March 24, 2023
  • London
  • Application Deadline: March 24, 2023
  • London


Hurtigruten Group is the world’s leading adventure travel group, offering unique small-ship and land-based adventures from pole to pole. We take our guests to the most spectacular areas on the planet, offering a mix of pristine wilderness and visits to genuine local communities Hurtigruten Group is revolutionising the travel industry’s approach to sustainability, allowing us to offer authentic local experiences while leaving a footprint we are proud of — both in nature and with the communities we visit.


We are now embarking on an entirely new kind of expedition; a digital product revolution to keep us at the disruptive edge of the industry. Our mission and passion is simple: be the global leader in inspirational adventure travel and build world-class product and engineering teams.


The vision for our products is to build the leading platform for sustainable adventure travel that creates a world-leading experience for our guests and enables Hurtigruten's ambitious growth targets.

About The Role:

The Principal Designer, Brand & Design System is responsible for making user interactions with our products second to none, empowering our customers to achieve their goals with delight. Working alongside the Design Director in close collaboration with Product Designers, Engineers, Creative and Content, you’ll establish a resonant, evolving vision of the future and a strategy to realise it. You will define the overarching creative implementation of brand into our products, via our multi-brand design system, Aurora.

As the go-to person for all things Brand Identity, you’ll lead the way towards UI and visual design excellence. By establishing and continuously improving principles that encompass interface, interaction, visual and animation design in accordance with the validated needs of our customers, you’ll empower the end-end UX Designers building the products of tomorrow with an informed strategy for us to carry out together. You will own the continued creation of the Hurtigruten Design System and work with the Design System team to grow our component library, which will include creative direction in building out a visual language that creates distinctive and memorable brand experiences across the Hurtigruten product suite.

A key part of this role is ensuring that first-class UI Design happens invariably, constantly striving for better — inspiring, mentoring and coaching UX team members and the wider business, eventually building out and leading a team of Brand & Design System Designers.

What We're Looking For:

Our ideal candidate is a seasoned designer with plenty of experience defining, developing, and delivering brand and digital products – all the while with one foot in design and the other in technology. A sharp executor, with an eye for detail and an interest in meticulously crafting digital experiences, from solid usability to motion design. A believer in the power of prototyping and iteration. A team player, interested in working in cross-functional teams, with other designers and business and technology experts. A problem solver with ideas that challenge the ordinary, together with the drive –­ and the guts – to bring them to life. Someone with a ‘here to help’ attitude, who absolutely, fundamentally believes that we’re better together.

Soft skills we’ll look for:

  • UI Obsession — you were born to realise beautiful interactions in everything you do, leaving those who experience it delighted.

  • Collaboration mastery — able to inclusively generate consensus on direction, approach and concepts from all levels of stakeholder.

  • Excellent communication skills, verbal and written — able to form powerful narratives that align strategic business decision making and possessing the ability to make complex ideas simple and consumable for a broad range of collaborators.

  • Advanced presentation skills — able to present ideas/concepts and design rationale to stakeholders with confidence to generate actionable outcomes.

  • Hyper-aware and proactive — able to autonomously discover and action opportunities to drive design excellence through ambiguous or complex circumstances.

  • Design Intuition — visually literate with a keen design aesthetic and fluency in the language of design and UX.

  • Accountable — Able to take responsibility for your outputs, learnings/failures (we celebrate these).

  • Humble — Product design is a collaborative sport #no-heroes.

  • Professional — Responsible for your time, prioritisation, delegation and denials (saying no to the right things).

  • Opinionated — You have strong views but are open to challenge and adaptivity.

  • Always improving — You continuously seek ways to grow yourself and others around you, responding well to feedback.

  • Results oriented — You know how to prove value and prioritise opportunities that demonstrate wins.

  • Fluent in English – other languages are a bonus.

  • Hybrid working - We offer flexible working arrangements. Given the nature of the role however, there will be periods of ideation and strategic alignment where co-location in London will be more frequent.

Work with great people

Esben Kuhnt
Learning & Development Manager
"Working here is a great blend of making a difference in a fast-paced environment with tons of opportunities, coupled with a young workforce, loads of social events, and an amazing product."
Jessi Quillen
Head of Marketing
"We are a company looking for and willing to hear employees who have creative solutions and out-of-the-box ideas for the travel industry and expedition cruising."
Esben Kuhnt
Learning & Development Manager
"In der Hurtigruten Group zu arbeiten bedeutet für mich, zusammen mit jungen Kollegen und durch ein fantastisches Produkt, Menschen zu bewegen und die Umwelt zu schützen."
Jessi Quillen
CRM manager
"Wir sind ein Unternehmen, dass nach Mitarbeitern mit kreativen Lösungen und "Out of the Box" Ideen für der Reisebranche und Kreuzfahrten sucht und dabei unterstützt."
Esben Kuhnt
Learning & Development Manager
"Å jobbe i Hurtigruten Group er å utgjøre en forskjell for mennesker og miljøet gjennom et fantastisk produkt - sammen med unge kollegaer i et raskt og sosialt miljø."
Jessi Quillen
Head of Marketing
"Vi er et selskap som ser etter og hører på ansatte som har kreative ideer og løsninger for reiselivsbransjen og ekspedisjonscruise."

Skills & Requirements


  • Create innovative, world class visual design.

  • Collaborate with relevant departments defining and maintaining a coherent design language across our products.

  • Work closely with Product Design creating and maintaining comprehensive design systems and documentation.

  • Create organised assets for our design system, hi-fidelity mock-ups and motion design tasks.

  • Conceptualise, design and execute engaging work within expected timeframes.

  • Investigate, develop and implement new techniques to bring visual design to the forefront of our products and set new standards.

  • Adhere to the department’s technical work standards.

  • Approach work with a positive, solution-orientated attitude.

  • Define mood, tone, look, and feel to help position future products and services and translate that direction to high-quality experience prototypes that are easy and delightful to use.

  • Provide well-rationalised direction and critique to mentor and inspire other designers, ensuring elegant and innovative solutions across our design portfolio.

  • Participate in user research activities to optimise extendable components and pattern UI.

  • Demonstrate a high level of executive accountability, flexibility, initiative, and the ability to prioritise resource workload to efficiently deliver results.

  • Contribute thought leadership and a strategic design perspective to help our organisation keep pace with the evolution of the design industry including best practices, new trends, and technologies.

  • Attain alignment and strategic adoption by regularly communicating out the vision for Design System business-wide.


  • Expert knowledge in design language: typography, iconography, grids, composition, colour theory, motion, etc.

  • Brand storytelling, art direction.

  • Fluency with modern design tools and plugins (Figma, FigJam, Adobe CC, etc).

  • Expert knowledge of design systems and UI toolkit governance.

  • Advocate for keeping up with new tools, techniques and industry trends.

  • An expert in technical, creative and production pipeline knowledge.

  • Innovative, forward thinking, with a desire to share knowledge and expertise, and help others improve their skills.

  • Advocate for accessibility and inclusivity.

  • Ability to excel creatively within the boundaries of technical constraints.

  • Work under direction and respond quickly to feedback.

  • Excellent problem solving abilities, creative thinking, initiative and adaptability.

  • Disciplined, organised and dedicated with a constant drive for self development.

  • Experience with UI prototyping.

  • Strategic Thinking.

  • Iterative product design planning and development.

  • Understanding of contemporary development processes and familiarity with the possibilities and deployment of modern front-end libraries and framework.

  • Proven skills in ideation, sketching, wireframing, user flows, information architecture.

  • Understanding of HTML, CSS, JavaScript and their limitations (no we don’t want you to code!).


  • Extensive experience in digital design, with some experience in digital products or agile environments.

  • Degree in Graphic Design, User Experience, Visual Communication, Digital Media or related field.

  • Experience in Principal / Lead / Senior roles.

  • Experience creating / contributing to / maintaining design systems.

  • Exceptional portfolio of design work spanning multiple design projects and mediums, and demonstrating extensive experience with design systems.

  • Successful track record of delivering exceptional work creating great products, with proven skills in mentoring, presenting, and visual communication.


  • Experience in the travel & tourism industry, having worked on one or more shipped titles.

  • Agency experience.


  • Holidays and trip discounts - 25 days as standard + Significant Discount on Hurtigruten trips for you, your family, and close friends.

  • Pension scheme - A group stakeholder personal pension to which Hurtigruten Limited will contribute a percentage of your basic salary into the Group Stakeholder Personal Pension Plan. You will also need to contribute to the plan (currently 3%) to take advantage of this benefit.

  • Life assurance - A Life Assurance Scheme that will provide a benefit of 4 times your salary payable upon death whilst employed by Hurtigruten Limited.

  • Private medical scheme - A company funded Private Medical Scheme with BUPA for all employees with an option to include spouses and children for a personal contribution.

  • Income protection scheme - An Income Protection Scheme that will provide a proportion of your normal earnings during a period of long term absence occurring as a result of incapacity.

Great Place to Work

  • Play your part

  • Inspire the Adventure

  • Make tomorrow better

About the company

The undisputed global leader in sustainable inspirational adventure travel — a catalyst for change towards a greener travel industry. Formed in 1893, Hurtigruten Group is the world’s leading adventure travel group. We have 2,400+ employees worldwide, representing more than 50 nationalities. They form part of three main business units — Hurtigruten Expeditions, Hurtigruten Coastal Express, and Hurtigruten Svalbard — which offer unique small-ship and land-based adventures from pole-to-pole.

For almost 130 years we have pushed boundaries on expedition travel and sailed tourists, locals and cargo around the Norwegian coastline and polar regions. We have made Norway more connected, impacting the lives of millions of people. And we continue to share knowledge with our international guests about wildlife, local communities, science and the natural world.

As a Group, we are revolutionising the travel industry’s approach to sustainability through a number of vital initiatives to protect the world we explore.

Quick overviewTOM

Single-use plastic banHurtigruten was the first major travel company to have removed single-use plastic from its entire fleet and our hotels.

Hybrid Explorer shipsHurtigruten has two hybrid-electric powered expedition cruise ships that offer a 20% reduction of fuel consumption.

Beach cleanupsHurtigruten Expedition Teams encourage guests to take part in beach clean-ups, which results in several metric tonnes of trash every year being removed.

Hurtigruten FoundationThe Foundation specialises in the conservation of endangered species, fighting against marine and plastic pollution.


Abschaffung von EinwegplaHurtigruten war das erste große Reiseunternehmen, das Einwegplastik aus der gesamten Flotte und aus den Hotels verbannt hat.

Hybrid-ExpeditionsschiffeHurtigruten verfügt über zwei Expeditionsschiffe mit Hybrid-Elektroantrieb, mit denen der Treibstoffverbrauch um 20 % gesenkt werden kann.

StrandreinigungenDie Hurtigruten Expeditionsteams motivieren ihre Gäste, an Strandsäuberungen teilzunehmen, wodurch jedes Jahr mehrere Tonnen Müll beseitigt werden.

Hurtigruten FoundationDie Stiftung fördert Projekte, die sich für die Erhaltung bedrohter Arten sowie den Kampf gegen Meeresverschmutzung und Plastikmüll engagieren.

I korte trekkTOM

Forbud mot engangsplastHurtigruten Group er det første store reiseselskapet som fjernet engangsplast fra hele flåten og hotellene våre.

Hybride ekspedisjonsskipHurtigruten Group har to hybridelektriske ekspedisjonsskip som betyr 20 % redusert drivstofforbruk.

StrandryddingHurtigrutens ekspedisjonsteam oppfordrer gjestene til å delta i strandrydding, noe som resulterer i at flere tonn søppel blir fjernet hvert år.

Hurtigruten FoundationStiftelsen har fokus på bevaring av truede arter og bekjemper plast- og havforurensning.

Paul Canning | Contact Person

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